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Under Armour Reviews Media Business

Media | 6 months ago


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PITCH

Media

TargetSUMMARY

Under Armour is reviewing for a new media agency, according to people with knowledge of the matter.

Omnicom Media Group's Optimum Sports has been working on the business since 2011. Representatives from Optimum Sports and Under Armour were not immediately available for comment. Droga5 continues to serve as the brand's creative agency partner. Last year, the agency captured the intense, rigorous and solitary training rituals of Olympic gold-medalist swimmer Michael Phelps in an Under Armour spot that took home the Grand Prix in the Film Craft Category at the 2016 Cannes Lions International Festival of Creativity.

Under Armour spent $20.6 million on measured media in the U.S. in 2015, according to Ad Age's Datacenter, and about $10.1 million on measured media in the U.S. from January to November of last year.

Under Armour is facing slowing sales after years of robust growth as consumers' appetite for sportswear declines. The Baltimore-based brand missed analyst expectations for the fourth quarter during the crucial holiday season. Revenue for the period was up 12% to $1.31 billion, Under Armour's slowest growth in nearly a decade, according to reports. Net income fell 0.7% to $104.9 million. So far this year, Under Armour's stock has fallen 25% and currently trades around $19.30.

Matt Powell, VP-sports industry analyst at market research firm NPD Group, noted in a recent blog post that sportswear brands are seeing struggles because of over-promotion and the exhaustion of the "athleisure" category now filled by the likes of fashion designers and mainstream retailers.
"Hundreds of new brands tried to jump in on the performance apparel boom," wrote Mr. Powell in the report. "As they fail in 2017, the market will be flooded with deep discounts on poor imitations of activewear." He said that brands need to innovate in order to keep sales afloat.

[adage.com]

PITCH BRIEF

TargetTARGET | Insights on Female Runners

A Primer on Athleisure

Athleisure is the trend of wearing clothing designed for athletic workouts both in the gym and outside it—for example...

Source: Fung Global Retail & Tech

Euromonitor Footwear in the U.S.

Footwear registered current value growth of 7% in 2015, to reach US$76.1 billion. Sports footwear represented 39% of ...

Source: Euromonitor

Female Runners

Cubeyou's original research about Female Runners in the U.S.

Source: Cubeyou


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